#6 How Are Birmingham Businesses Supposed To Use Content Silos Anyway?

How Am I Supposed to Understand Content Silos?

You have been hearing a fair amount about content silos and how they are important in

bringing traffic through search engines. However, anything beyond that gets incredibly

confusing.

Have no fear, Nigel is here.

By the time you are done with this article, you will not only understand content silos but

in a short amount of time, you will have the understanding that you need in order to be

master with content silos.

There is a lot of ground to cover so let's get to business.

The Familiar Library

If you have been trying your best to understand content silos in the first place, you may

have noticed the all-too-familiar example of libraries and its comparison to content

silos.

That's because that's the easiest way to explain content silos in the first place.

You walk into a bookstore or your local Birmingham library and you find that there are

various categories: "Non-fiction", "Fiction". Then, you go to get a History book, you end

up in the History sub-section of the library.

In a way, your path looks a bit like this:

"Non-fiction" > "History" > "Generic Book about Revolutionary War"

Let's go for something that is a bit more complicated. You are looking to get a cooking

from your Birmingham bookstore. Of course, you expect it to be organized and easy to

find.

This is the path that you use the book itself:

"Non-fiction" > "Cooking" > "Recipes" > Your Cookbook

As you can see, you are able to use direct paths in your mind to immediately find a book

that you are looking for so you can spend less time, trying to find the cookbook that

you have been dying to read for so long.

This is the real world version of a content silo when it comes to finding what you are

looking for.

Now, the journey you took to find your book is how Google and particularly search

engine algorithm, "RankBrain" uses to find data and rank it in a way that is relevant to

search results.

How you come across information online is bit faster and similar to how you find

Amazon products via Google.

However, Amazon is a master with content silos and it also fits perfectly with how

content silos sort out information and even you (and your future website visitors) come

across your content, products, or anything you have that can be organized and found by

people relevant who are looking to use what you have to offer.

Context Is Not Just King, It's Water.

Over the past few years, you may have noticed that your personal feeds on social media,

YouTube, and Netflix have been prioritizing relevancy.

Long story short: relevancy is the best path to upkeep customer retention and customer

satisfaction.

Relevant information is key to keeping users on a platform so large tech platforms like

Amazon, Facebook, Twitter, and Netflix have been prioritizing this in their user interface

for you to enjoy their content.

The more relevant information that you can use for your customer's benefit, the easier it

becomes to acquire a sale, many recurring sales, or in this case, get found.

Google also focuses on relevant information that you have to use in order to get people

interested in your content in the first place.

This is why content silos are incredibly important. You are using them in order to attract

a relevant audience to your website.

When you attract a relevant audience who are looking for the same keywords that you

are issuing then it becomes only a matter of time for them to stick around to see what

else you have to offer.

The Nitty and Gritty? How to Use Content Silos

Okay, you know how content silos work now. You know even know why content silos are

incredibly important. Now, it's time to focus on how to use content silos.

So, let's focus on the method first and then the methodology behind so that you can

expertly use content silos to your advantage rather than your disadvantage.

(Yes, that can be done to you and we'll go over here so relax)

Let's say that you are a marriage counselor in Birmingham, Alabama and you want to

organize your content in a way that makes it easier to find.

You want to use broad topics as top-level categories to organize your content.

For example, you want to use 3-5 broad topics to organize content so that your content

can be found in a relevant way.

These broad topics are:

  • "Partnership"

  • "Sex"

  • "Kids"

  • "Money"

  • "Dating"

Then you can organize a secondary-level topic under the primary top-level topic. So, for

example:

  • "Kids" > "Parenting Styles"

  • "Money" > "Financial Goals"

You can organize content using these content silos so that your content can be found

easier by people who are looking for relevant information through the search engines.

So, how would you create content that can be found easily through search engines in a

way that is easy to be found through search engines?

  • "Money" > "Financial Goals" > "What Should I Do with My Wife is a Shopaholic"

  • "Dating" > "Awesome Date Ideas" > "Guest Post: When I Surprised My Outdoorsy

    Wife with a Camping Trip?"

Organizing content, products, or any criteria allows for search engines to quickly find

you incredibly easier and the added bonus is that you get a relevant audience to boot.

(Hooray and Cheers to that! :))

One More Thing...to Avoid with Content Silos.

Now, that we've talked about how to use content silos the right way, we have to now

talk about to talk about how to misuse content silos to your own detriment.

Yes, it can be done and you definitely need to be able to look out for how you can

misuse content silos to work against you.

We know how content silos can work for you but if you understand how content silos

can work against you then you can actively avoid the ways that content silos can plague

you.

The first thing that you can do wrong with content silos is to not use them at all.

This does need to be emphasized greatly but platforms have already prioritize relevant

content (and now, they are beginning to prioritize engagement - but that's story for a

side interest here).

The point is that with Google included in that list of large and influential platform that

prioritizes relevant information, you need to be using content silos so you can be ahead

of your competition (in terms of being found through search engine rankings against

your Alabaman competition).

Relevant content begets relevant visitors which begets relevant customers.

The second thing that you can do with content silos is by making your URL's super long

unnecessarily.

(No, you don't get extra points for added complexity. In fact, you get demoted.)

You can create super long URLs using content silos in a myriad of ways.

One way that you can do this by having too sub-topics.

One painful example can be this:

"Greetings" > "First Impressions" > "Invitation to Home" > "Keeping Things

Clean" > "Bathroom" > "Clean Tub Etiquette" > "Bleach Products" > "Affordable

Bleach Products"

It should not be this long digital path of a rabbit hole. This is painful because it takes a

long time for the average person to exactly find what they are looking for when it comes

to what you are trying to talk about to them.

It needs to be short, deep, and wide. This is why using broad topics are incredibly

important for you to use.

It gets indexed much more easily and people are able to find it much more quickly as

opposed to not doing it at all and only getting direct search engine traffic (which is

time-consuming to set up).

The third way that content silos can be effectively misused is that you don't use 301

redirects when the URLs of certain content is redirected.

Okay, the better question right now is, "What are 301 redirects?"

Basically, 301 redirects is when a certain URL is changed and modified and the link is

moved elsewhere.

A 301 redirect is supposed to move you to where the article is at right now.

The best real-world example is that you go to your favorite pastime local restaurant

only to find out that it has been moved to another location.

You know this because they left a sign inside the building telling you to go to the new

location. And so, especially if the food is good enough, you go to the local location

instead.

A 301 redirect does exactly this.

It moves you from one location to the next location seamlessly so that the content you

tapped or clicked is still able to be viewed by you.

If you don't use 301 redirect, what happens is that Google and other similar search

engines will not recommend your website because it has a link that doesn't exist - which

in turn, reflect badly on the search engine entirely.

So, you have to use 301 redirect to make sure that your visitors are happy to know

where and actually get to where they want to go to - even if the content has been

moved.

Here's a resource to help you understand with how to use 301 redirect.

Now, if You Are Looking to Be a Pro with Content Silos... Keep on Reading

If you are looking to go one step further with content silos then one thing that you can

definitely use user interface and user experience to go hand-and-hand.

I would like to introduce customizing your UI/UX when it comes to organizing where

everything should go on your website.

Lately, I think we have been talking about how you can organize content with URL slug

(and while that can be done here - and should), we can talk about incorporating user

interface so that not only search engines are able to find your content but people on

your website can, too.

It's no surprise that Google tracks your bounce rates to make sure where your webpage

should be tracked and where it should be indexed on search engines.

You can place your URL slugs (or for the sake of this conversation, content silos) in the

right place in the menus of your website so that people can actively find your content

much more easily and more conveniently.

When you creating your own menus, adhere to previous practices that were should

here.

As a general rule of thumb, people should be able to find what they are looking within

three taps or clicks away from the homepage.

The key word here is: within. If you can do it less, then fulfill it. Don't make something

harder than what is needs to be.

When you construct your menus, make sure that what people are finding is important to

them in a fast and easy is key.

Just remember that taking this master approach is definitely essential in helping you

with acquiring sales.

Here are some more details that you can use to be master with content silos here.

So, Let's Go Over Everything about Content Silos Again.

So, let's go over everything one more time.

Content silos is when you organize content in such a fashion where search engines are

able to categorize your content in their indexes.

By categorizing your content, people who come to your site will be looking for what you

are offering them in a very relevant manner.

You can do this by having general top-level, followed by secondary-level topics, and

followed by the topic or the product to be presented.

You want to make sure that what you are presenting to your audience can be found

easily by a search engine or with the use of greatly intuitively user interface design, by a

person.

In turn, you will receive relevant visitors who visit your website and also, you will be able

to bring people over to your website.

"I've Just Read Everything about Content Silos. I am Super Confused, Still."

Wrapping your head around content silos can be difficult and no one will fault you if

you don't understand.

However, if you are able to understand the importance of content silos to be employed

then you are steps beyond your competition in Birmingham.

If you would like to be 1,000 steps beyond instead of just 5, then feel free to contact me

about you can use content silos in order to draw traffic to your business.

You can definitely reach me here.

Nigel DollentasComment